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Using behavioural science to design public health social media campaigns

Simon Williams Orcid Logo, Karin Stein, Aleksandra Kuzmanovic, Mohamed Gulaid Orcid Logo, Lisa Menning, Elena Altieri

BMJ Global Health, Volume: 10, Issue: 8, Start page: e018553

Swansea University Author: Simon Williams Orcid Logo

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DOI (Published version): 10.1136/bmjgh-2024-018553

Abstract

Communicating health risks via social media is an important objective for public health organisations. Behavioural science theoretical constructs can help enhance the design, implementation and evaluation of social media campaigns. In this Practice article, we document the WHO's experience in d...

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Published in: BMJ Global Health
ISSN: 2059-7908
Published: BMJ Publishing Group Ltd. 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa71100
Abstract: Communicating health risks via social media is an important objective for public health organisations. Behavioural science theoretical constructs can help enhance the design, implementation and evaluation of social media campaigns. In this Practice article, we document the WHO's experience in developing social media messaging using gist and verbatim constructs to influence risk perceptions related to measles and intentions related to measles vaccination. We share our experience to support other public health communication practitioners who may seek to incorporate behavioural science into their social media campaigns to achieve desired shifts in health-related attitudes and intentions in target audiences.
Item Description: Practice
College: Faculty of Medicine, Health and Life Sciences
Funders: The research discussed in this paper has been funded by the World Health Organization Foundation via donations made by Meta Inc.
Issue: 8
Start Page: e018553

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